The brand, which fell into administration in 2019, has been relaunched to focus on curated UK breaks.
Having been first founded in 1983, Superbreak became a familiar brand for UK travellers and the travel industry alike, best known for short breaks across the UK and Europe, including hotel stays, theatre breaks, rail packages, attractions and experience-led getaways.
Having closed for business in 2019, the brand is now back having been acquired by Wowcher Group and has been re-launched to concentrate on hand-picked breaks, while giving hotels, attractions and experience providers a new route to reach high-intent customers looking for more than a basic discount.
The curated breaks on offer by Superbreak will include exclusive hotel deals, theatre breaks, wellness retreats, premium travel experiences, added extras, breakfast upgrades and access to trending destinations.
While acquired by Wowcher, Superbreak is set to be distinct from what Wowcher offers, highlighting helpful travel inspiration and experience-led value, rather than competing on price alone.
The platform is also expected to support partners across hotels, spas, attractions, theatres, experiences and destination-led packages, giving them access to Wowcher Group’s marketing reach and customer base while building Superbreak as a distinct travel brand.
In order to purchase, consumers purchase a voucher – called a Superbreak – for a deal they want and redeem it with the company or the merchant, such as the hotel, to have their stay.
George Oborne, CEO of Wowcher Group, said, “This is not just a nostalgia play. We see a real opportunity to bring the Superbreak spirit back, but in a way that reflects how people travel now. Value is still hugely important, but our insight shows that it is no longer just about the lowest price. Our data shows strong consumer demand for breaks that feel easy, rewarding and memorable. Whether that is a hotel stay with thoughtful extras, a wellness weekend, a theatre trip or a destination people have been meaning to visit.
“For our merchant partners, Superbreak gives us a dedicated travel platform with a trusted name and a clear customer promise. We want to work with hotels, attractions and experience providers to create packages that are commercially strong for them and genuinely appealing for customers.”
To find out more visit: https://www.superbreak.com/deals/travel